Asian Bookie Mega Casino World Renews Bundesliga Deal 

Bundesliga has renewed its regional partnership with Asian iCasino operator Mega Casino World (MCW) cementing the football league’s presence in Asia, one of its key targets.

Under the two-year extension which will run through the end of the 2026/27 season,  Mega Casino World (MCW) is poised to remain the league’s exclusive commercial partner for the category in Asia.

This enhanced partnership will include increased presence for MCW on the Bundesliga’s social media and digital channels in the region through marketing campaigns.

This will be also supported by the distribution of co-branded merchandise and the inclusion of ticketing access to any Asian tour matches played by Bundesliga teams across the course of the deal.

MCW first partnered with the Bundesliga in 2023, and this latest renewal is the first to include marketing rights for the annual Super Cup, which once again will see MCW branding appear on virtual LED pitch-side displays on broadcasts in Asia, an activation that first took place in 2023.

Following the deal, MCW chief marketing officer Lee Yong Fuk stated, “This strategic alliance not only amplifies our presence across Asia but also brings unparalleled access to one of Europe’s most prestigious football leagues.”

“Together, we are set to create engaging, world‑class experiences that resonate with fans and deliver unmatched excitement across our collective markets.”

According to ASN data, the gambling industry (4.7%, US$202.7m+) is the 7^th largest spender in the Asian sponsorship market since Q422, with a quarterly average investment of almost US$17.5m during this period. However, spending has dipped from Q324, with investment ranging between US$7.7m and US$10.8m since then due to the uneasy reluctance of gambling sponsorships in the beautiful game across Europe.